Elevating Real Estate Through "Unreasonable Hospitality" -Giving Them More Than They Expect
How Radical Generosity Turns Clients Into Lifelong Advocates—and Sets BillionDollarBroker.net Apart
Delivering unreasonable hospitality isn’t just a restaurant concept—it’s transformative for real estate professionals who want every client experience to resonate long after the closing documents are signed. In this business, competence will get you noticed, but authentic connection, surprise, and generosity are what build a loyal clientele—and that’s the formula of Will Guidara’s bestseller, “Unreasonable Hospitality’
Hospitality Is Your Competitive Edge
Guidara’s book is a manifesto for anyone who wants to turn ordinary interactions into unforgettable moments. He tells us that “flawless technique wins respect, but personal gestures win hearts and lifelong loyalty.” For brokers, this means seeing every transaction as a chance to make clients feel deeply understood—not as ticket numbers, but as people with wants, worries, and dreams.
The 95/5 Rule: Budget for Wow
Run 95% of your business with ruthless focus on efficiency, but save 5% for “foolish” generosity—those memorable touches that clients will retell for years. That might be a surprise bottle of local wine at move-in, a handwritten city guide, or booking a chef’s table for a couple scouting neighborhoods. These small, thoughtful gestures have outsized impact on word-of-mouth and repeat business.
Dreamweaver Moments: Find and Fulfill Emotional Details
Train your team—not just agents but anyone who interacts with clients—to listen for clues and improvise. Perhaps a family is obsessed with their dog and worried about settling in; consider organizing a neighborhood dog-walking group for them. If someone is new to the city, send a list of local schools, parks, or even arrange an introductory tour with community leaders. Hospitality is about dialogue, not monologue: listen for what clients aren’t saying, then respond with care.
Celebrate Milestones, On and Off the Clock
The closing of a deal isn’t the end; make it a milestone. Recognize birthdays, anniversaries of the home purchase, and professional achievements—invest in clients’ lives beyond transactions. These gestures don’t have to be extravagant; a simple note or call can make your service truly memorable.
Empower Your Team and Share the Spotlight
Building a hospitality-driven culture starts within. Celebrate the wins of your frontline staff, give public praise, ask questions before reprimanding, and make sure every member feels valued. The energy you invest in your people is the energy they will pour into clients.
Obsess Over the Last Inch
Success comes down to details: how you greet your clients, the way a welcome packet is handed over, the softness of a thank-you call after closing. Excellence compounds—customers might not consciously notice, but they always feel it when you’ve gone that extra inch.
The Unreasonable Mindset: Say Impossible Goals Out Loud
Take a page out of Guidara’s playbook—set audacious goals as a team. It’s not enough to hope for great referrals or five-star reviews; declare that you will become “the most revered name in local real estate.” Out loud, in writing, together. Let that vision galvanize every thoughtful act, small or bold.
Practical Steps for Real Estate Professionals
Remember personal details and act on them: ask about hobbies, preferences, and family needs.
Surprise with tailored gifts or memorable experiences.
Anticipate unspoken needs—offer support before clients ask.
Build feedback loops; regularly seek input and respond to it.
Invest in your team’s well-being, as kindness radiates outward.
Use technology to free time and resources for relationship-building.
Guidara’s wisdom is simple but radical: people will forget what was said, forget what was done, but never forget how you made them feel. That’s the core of unreasonable hospitality—and the smartest business practice any real estate professional can adopt.